Purpose-Driven Branding with David Aaker
b'Branding expert and author David Aaker returns for his third appearance on the On Brand podcast. While he thanked me for having him back, I thanked him for continuing to create interesting work. His latest book is The Future of Purpose-Driven Branding which we discussed this week on the show.\\n\\nAbout David Aaker\\nDavid Aaker, is the author of over one hundred articles and 18 books on marketing, business strategy, and branding that have sold over one million copies. A recognized authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. His latest book is The Future of Purpose-Driven Branding.\\n\\xa0\\nEpisode Highlights\\nPurpose vs. mission. We jumped right in with a big question that David takes on in the first chapter of his book. What\\u2019s the difference between purpose and mission? \\u201cPurpose starts as a why question. Mission is a how question.\\u201d The two are related but different, which is why David addresses both in his book.\\nBrand as a lens. I jokingly asked David how he keeps writing books. What more is there to say?? David answered on the importance of brand as a lens that you can use to examine issues like stories (the subject of his first On Brand interview) and innovation (what we chatted about during his second visit to the show). \\u201cYou need branded programs to do all of these things.\\u201d\\nThe importance of signature programs. David spent a lot of the interview talking about why brands need signature programs that reinforce their social program rather than ad-hoc charitable, socially conscious activities. He points to Dove Beauty as the gold standard while also citing what Thrivent has done to support Habitat for Humanity.\\nWhat brand has made David smile recently? David pointed to one of his favorite examples, the brand conglomerate Unilever. Specifically, he defended Hellman\\u2019s purpose-driven work that was recently attacked in The Wall Street Journal. David makes a good\\u2014and on-brand\\u2014case for why Hellman\\u2019s is on the right track.\\nTo learn more, check out his blog at davidaaker.com (his next post will be on the Hellman\\u2019s issue noted above) and his new book The Future of Purpose-Driven Branding.\\nWant more David Aaker On Brand? Check out his first appearance on signature stories and his second appearance on innovation.\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'